Last week, Flourish had the opportunity to travel to Denver and attend the Build a Better Agency Summit hosted by the Agency Management Institute. If you’ve never been, it’s an electric gathering of agency leaders and thinkers all focused on one mission: helping agencies grow stronger, smarter, and more resilient. What struck me most wasn’t just the tactical knowledge—it was the shared sense that our industry is evolving rapidly, and only those who lean into change with strategy and heart will thrive.
Here are some of the biggest takeaways that hit home—and how we at Flourish are taking note:
1. Turn Your Current Clients Into Your Growth Strategy
The “60-Day Upsell Blueprint” taught us that the gold often lies within the clients we already serve. Instead of always chasing new leads, agencies should be developing structured, thoughtful upsell strategies at key inflection points like project wrap-ups or strategy reviews.
How we’re putting this into action: At Flourish, we’re implementing an audit process this quarter to identify where we can create new packaged services based on client needs we’re already meeting—just not billing for yet.
2. Storytelling Wins Sales, Every Time
From pitch decks to PR to client updates, storytelling remains one of the most powerful tools an agency has. It humanizes the work and reinforces your value. We heard again and again: facts tell, but stories sell.
How we’re putting this into action: We’re training our team to integrate more milestone stories and vision storytelling into client conversations, proposals, and even internal wins. We’ll also be taking part in a training seminar to learn more about the ABT Method…if you know, you know!
3. AI Isn’t the Future—It’s the Now
A huge focus of this year’s summit was the strategic adoption of AI. It’s no longer a novelty—71% of agencies are using it regularly. But the differentiator is how you use it: to enhance human creativity and not replace it.
How we’re putting this into action: At Flourish, we’re incorporating AI in areas like content repurposing, ad copy development, and analytics dashboards. But we’re also making space for our team to explore these tools, experiment, and share what works.
4. Uncertainty is the New Constant—Plan for It
A standout session reminded us that uncertainty isn’t an obstacle—it’s the playing field. Agencies that embrace it, plan for it, and talk openly about it with their clients will be better positioned for long-term trust and growth.
How we’re putting this into action: As part of our planning process for 2025, we’re revisiting our operating procedures with “flex” built in—whether it’s client contract models, internal staffing, or launch timelines.
5. Strong Pitches Require Strategy and Soul
Agencies often stumble in the final pitch because they over-focus on capabilities and under-deliver on empathy, story, and alignment. The best presenters were those who connected with the client’s real problem and structured a memorable message.
This validated how Flourish already approaches new business: with deep research, personalized strategies, and a human-first approach. But we’re doubling down on pitch training in Q4 to further elevate our presentations.
6. Curiosity is the Core of Innovation
From board game metaphors to real-world examples, this session was a reminder that innovation starts with curiosity. When you foster a culture of asking “what if?” and “what else?”—big things follow.
How we’re putting this into action: One of our internal mantras has always been to use Flourish as a bit of a sandbox when it comes to testing out new ideas. Although we’ll continue this, we’re making more space to explore, challenge assumptions, and find better solutions by challenging ourselves when we feel stuck.
Final Thoughts
The Build a Better Agency Summit left us energized—and ready to implement new things! While there was no one-size-fits-all playbook, there was a clear call to action: stay curious, stay adaptable, and stay connected to your purpose. That’s how we’ll not only grow, but lead.
If you’re navigating these same conversations in your agency or business, let’s chat. I’d love to share more of what we’re learning—and learning to let go of.